Jaeger is to launch a younger, lower priced womenswear range this autumn, going head to head with Reiss, All Saints and Whistles.
Boutique by Jaeger will target women aged 20-plus with a 75-piece collection ranging in price from £35 for a top to £299 for outerwear. Dresses start at £100 - about half the price of Jaeger’s existing £199 entry price point for dresses.
Jaeger chief executive Belinda Earl, who is also chief executive of luxury heritage brand Aquascutum, said: “We recognise that certain customers only buy into Jaeger during Sales or for special occasions rather than everyday wear.
“It will appeal to a younger customer but also encourage existing customers to spend more.”
The Boutique line will be available in 17 Jaeger shops and on the website from July.